If you’re a small business in the digital world, I’m pretty sure you’ve heard about Content Marketing. It doesn’t matter whether you’re a coach, a service provider, or an e-commerce owner, you know you have to share valuable information – you need content that attracts and delights your audience if you want to thrive online.
"To truly succeed in Content Marketing, you must design a strategy that resonates with your target audience."
Alright, but… What Is Content Marketing?
Content Marketing is all about satisfying your customer needs. But, for that, you first need to know what it is that your audience is looking for and how to offer them a solution in the best way possible.
In a nutshell, Content Marketing identifies what content your audience is looking for, selects the best channels for your business (the ones where your audience dwells), and specifies the best formats for your content (the ones your potential customers like to consume). In other words, Content Marketing is a close bond between Market Research and Consumer Behavior.
Unlike traditional Marketing, Content Marketing starts with the customers, not the brand. That is what makes it possible to build a relationship between your brand and your potential clients.
What Kind of Content Are Small-Business Customers Looking For?
"63% of all customer journeys - including the ones where the purchase happens in physical establishments - begin online."
All consumers seek educational and useful content, but, in the end, what they look for is information to help in their decision-making process.
In 2023, 63% of all customer journeys (including the ones where the purchase happens in physical establishments) begin online. That means over 6 out of 10 customers will meet your product or service online before coming across them in real life.
75% of all internet users use social media to research brands before making a purchase; nearly 82% of buyers view between five to eight pieces of content from the winning vendor; and 95% of buyers choose a vendor that offers content throughout the entire buying process.
Source: Reply.io Social Selling Stats 2023
All that is to say that if you don’t provide your audience with useful, quality, customer-oriented content, they’ll buy from another brand that does.
Engaging a 24/7 Audience Through Content Marketing
So, you know you must be online to meet your target audience at the beginning of their buying journey, and you know you need quality content to make them choose you above other brands, but how do you create content that engages your potential customers all the time? Well, here’s a hint: it’s not about advertising, it’s about storytelling.
It is your small business’s story that will attract and build rapport with your potential customers. Our advice is to show your audience who you are, how you work, and what you offer in the most authentic and transparent way – this is how you’ll engage your audience. Be yourself online, and we assure you that you’ll find your tribe.
Starting from your small brand personality, you’ll be able to build your own Content Strategy following a few steps we are sharing below.
How to Build an Effective Small-Brand Content Marketing Strategy
To truly succeed in Content Marketing, you must design a strategy that resonates with your target audience. These are key ways to implement your Content Marketing effectively:
- Know Your Audience: Understanding your audience’s preferences and how they behave online is the first step. You have to tailor your content to meet their needs and interests.
- Create Compelling Stories: Engage your audience with compelling narratives that showcase your brand’s values and authenticity. Tell them the story of who you are.
- Utilize Multiple Channels: Explore different channels to reach your audience. But remember, consistency across platforms is key to building a strong brand online.
- Be Responsive: In a 24/7 digital landscape, be responsive to your audience’s queries and feedback. Building a two-way communication channel fosters trust.
- Focus on Quality Over Quantity: Deliver high-quality content that adds value. Quality content establishes your brand as an authority in your industry.
Would you like to know anything else about Content Marketing and Digital Marketing Strategies for Small Businesses? Send us a message, and we’ll try to answer that in our next article!
Subscribe to our Newsletter and stay tuned for more insights on effective content marketing strategies that drive results!
